EFFECT OF TRUST AND SERVICE QUALITY ON CUSTOMER SATISFACTION IN BSI KCP PEUDADA CREDIT PROGRAM

Abstract

This study analyzes the influence of trust and service quality on customer satisfaction in the People’s Business Credit (KUR) program at Bank Syariah Indonesia KCP Peudada using a quantitative approach. Data were collected through questionnaires from KUR customers and analyzed using multiple linear regression with SPSS version 23, including t-test, F-test, and coefficient of determination (R²). The results show that trust has a significant partial effect on customer satisfaction (t = 2.015; sig < 0.05), and service quality also has a significant effect (t = 2.107; sig < 0.05). Simultaneously, both variables significantly influence customer satisfaction (F = 4.811; sig < 0.05). The Adjusted R Square value of 0.509 indicates that 50.9% of customer satisfaction is explained by trust and service quality, while 49.1% is influenced by other factors. Thus, improving trust and service quality is essential for enhancing customer satisfaction.

Keywords: Trust, Service Quality, Customer Satisfaction, People's Business Credit (KUR), Bank Syariah Indonesia.